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INSIGHTFUL CONVERSATION WITH CHARU PARASHAR

— CHARU PARASHAR

Charu Parashar's calling card is handwork and her collections are craft-focused exercises in transforming khadi silk into bridal wear and couture with a globally relevant, culturally eclectic vibe. Focussed on taking Indian craftsmanship and ancient printing techniques to the highest levels of luxury worldwide, she has a strong presence in New York, LA, San Francisco, Dallas, Philadelphia, Dubai, Kuwait, Toronto, Jakarta, Barcelona, Paris, Vancouver and Milan.

 

When I received the stylish invitation for her new store in Mehrauli, New Delhi I couldn't hel recall a recent conversation. 'This is a moment of truth for Indian Fashion, a golden era for Indian textile and fashion. The world has taken notice of ethical practices and the rich cultural heritage of India. I have been working with khadi silk and other sustainable fabrics for years but today more and more designers are working in that area. This not only will make Indian textiles and embroideries global but will go a long way to establish 'Made In India' truly international. It's only a matter of time when the world realises the potential of India being a global leader in Fashion. Moreover, the textile ministry through its integration of weavers' clusters, along with us designers working with these clusters, directly will narrow the gap and widen their visibility so creativity and craft can rise to newer heights and get the right market exposure.'

 

At a time when Fashion is moving towards digitisation with online stores and fashion weeks, is opening a brick- and- mortar store a viable business decision, I ask her? 'Fashion industry moving towards digital is a myth. Yes, there is a slowdown but it is not forever. Markets are showing resilience and are back to pre-Covid times. Following the SOP of sanitisation will only reinforce customer confidence. Moreover our client is fashion conscious but doesn't follow trends blindly. They believe in our brand ethos and expect an intimate shopping experience, particularly for couture. At the same time, yes, I firmly believe that technology, if used correctly, has its advantages. For Pret and fast fashion, it surely works, but not for couture.' Amen.
 

CHARU PARASHAR
 
CHARU PARASHAR
 
23-OCTOBER-2020
 
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